The creation of of the Telefonica Digital unit was an important step in reinventing the debt-ridden Spanish telco, creating it a new image as an innovative operator adapting proactively to the threats of over-the-top carriers. The company has unveiled a new structure which eliminates Digital as a separate business unit and brand, though it claims this is because the work of the UK-based outfit will be diffused throughout the organization. Initially, Digital was given its own identity and autonomy to enable it to innovate without being slowed down by legacy business habits and objectives. It was responsible for developing new digital services ‘ some independent of Telefonica networks, some using new non-handset devices. These included over-the-top applications, M2M, mobile money…